Accent Promotions
P: (410) 275-2464
E: contact@accent-promotions.com
Public Relations 101
Q: Who should have a public relations program?
A: All businesses should have a public relations (PR) program, which is a vital part of the entire marketing plan. Public relations activities are designed to generate goodwill, and to help create a positive impression about the company.
Q. What does public relations do?
A. Public relations helps establish and reinforce your brand. Every communication with the target audience should convey the company’s message.
PR also provides support for direct sales efforts, as people are more likely to be interested in products that they have read or heard about and a company which has a positive reputation.
The organization’s reputation can be enhanced through an effective PR program. An article in the press lends credibility with an implied endorsement from editors.
An effective PR program also aids in recruitment, as people want to work for a company with a good reputation. Plus, it helps to retain current employees, as people feel good about working for a company that is well known and respected.
Q. How is Public Relations different from Advertising?
A. The old saying goes, “Advertising is what you PAY for; PR is what you PRAY for!” Businesses place ads by purchasing space in selected publications. The ad appears exactly the way it is submitted, and runs on the specific dates that were chosen. Generally companies limit their advertising campaigns to a few key publications.
However, with PR, there is the potential for a much broader reach, as there isn’t a fee for editorial coverage. Press releases could appear in many more places than where a company could afford to purchase ad space.
With public relations, journalists have more control over how much of the press release they will use. It depends on how interesting the topic is, if photos are included, and how much space the editor has to fill. Sometimes only one or two paragraphs of a press release are used. And there is no guarantee of when it will run. It could run right away, especially if it is time sensitive, or in the case of monthly trade publications, the item may not appear for three to six months.
Q. Can’t I just run an ad?
A. Yes, you can run an ad, and for many companies, advertising is a big part of the marketing strategy. However, a public relations program is a good complement to an ad campaign, helping to increase awareness of the company, its products and services. Many times the response to an article will be greater than response to an ad.
Q. When will my press release run?
A. There is no guarantee of when, or if, the press release will run. Every effort will be made to submit news of interest to the appropriate media contacts to increase the likelihood that the item will run. Even so, there is no guarantee of when it will appear, or how much of the press release will be used.
Q. How much does a Public Relations program cost?
A. Each Public Relations program is customized to fit the needs of the organization. The level of investment is based on the amount of activity and the services performed. A program of regular newsworthy submissions to local and business press will be less intensive than a situation where there are press conferences, trade shows, and new product launches to promote. After the initial meeting to determine a company’s needs, an estimate will be given based on the services that are recommended. From there, we work with our clients to develop a program that suits their needs and budget.
Want to know more? Contact us at 410-275-2464 or send an e-mail to contact@accent-promotions.com.
A: All businesses should have a public relations (PR) program, which is a vital part of the entire marketing plan. Public relations activities are designed to generate goodwill, and to help create a positive impression about the company.
Q. What does public relations do?
A. Public relations helps establish and reinforce your brand. Every communication with the target audience should convey the company’s message.
PR also provides support for direct sales efforts, as people are more likely to be interested in products that they have read or heard about and a company which has a positive reputation.
The organization’s reputation can be enhanced through an effective PR program. An article in the press lends credibility with an implied endorsement from editors.
An effective PR program also aids in recruitment, as people want to work for a company with a good reputation. Plus, it helps to retain current employees, as people feel good about working for a company that is well known and respected.
Q. How is Public Relations different from Advertising?
A. The old saying goes, “Advertising is what you PAY for; PR is what you PRAY for!” Businesses place ads by purchasing space in selected publications. The ad appears exactly the way it is submitted, and runs on the specific dates that were chosen. Generally companies limit their advertising campaigns to a few key publications.
However, with PR, there is the potential for a much broader reach, as there isn’t a fee for editorial coverage. Press releases could appear in many more places than where a company could afford to purchase ad space.
With public relations, journalists have more control over how much of the press release they will use. It depends on how interesting the topic is, if photos are included, and how much space the editor has to fill. Sometimes only one or two paragraphs of a press release are used. And there is no guarantee of when it will run. It could run right away, especially if it is time sensitive, or in the case of monthly trade publications, the item may not appear for three to six months.
Q. Can’t I just run an ad?
A. Yes, you can run an ad, and for many companies, advertising is a big part of the marketing strategy. However, a public relations program is a good complement to an ad campaign, helping to increase awareness of the company, its products and services. Many times the response to an article will be greater than response to an ad.
Q. When will my press release run?
A. There is no guarantee of when, or if, the press release will run. Every effort will be made to submit news of interest to the appropriate media contacts to increase the likelihood that the item will run. Even so, there is no guarantee of when it will appear, or how much of the press release will be used.
Q. How much does a Public Relations program cost?
A. Each Public Relations program is customized to fit the needs of the organization. The level of investment is based on the amount of activity and the services performed. A program of regular newsworthy submissions to local and business press will be less intensive than a situation where there are press conferences, trade shows, and new product launches to promote. After the initial meeting to determine a company’s needs, an estimate will be given based on the services that are recommended. From there, we work with our clients to develop a program that suits their needs and budget.
Want to know more? Contact us at 410-275-2464 or send an e-mail to contact@accent-promotions.com.